Unlock Efficiencies for a More Engaging Automotive Customer Experience

Access data from the vehicle. Salesforce’s partnership with major industry players is helping to not only drive more value from connected car data, but also power exciting new in-car experiences. Salesforce Genie Customer Data Cloud, enables automakers to deliver these immersive in-car experiences in real time. For example, a consumer might receive a maintenance alert through their car’s infotainment system warning that their tires are wearing down. They can then use that same infotainment system to find and schedule a service appointment at their preferred local dealership, and even order and pay for new tires – all without leaving the car.

Automakers can also use these tools to help increase sales by targeting the right customers at the right time. For example, they can drive adoption of their software subscription services by automating an offer for a trial of their new park assist feature — right before the customer attempts to park. This ability to deliver real-time, immersive in-car experiences allows automakers to orchestrate across marketing, sales, commerce, and service at scale.

Manual processes are killing productivity. Sales reps must spend time filling out paperwork, customers need to call with questions instead of getting easy answers on your website, and you need to hunt down information across individuals and departments.

The lack of automated processes or a central data location makes it hard for internal departments and partner organizations to easily collaborate or share information. It also makes it difficult to provide customer portals, tailored marketing journeys, and proactive communications. This hurts both the bottom line and the customer experience.

Things like portals, easy self-help capabilities, and the ability to tap into the customer journey anywhere, at any time rely on automated workflows. These types of streamlined workflows enable teams to more easily work together. Step-by-step, standardised processes increase efficiency and productivity which reduces costs. Guided workflows standardise operations and make it easier to manage things like leads, dealer performance, and end-to-end document needs.

Efficient, transparent, and consistent processes also make it easier to create one connected customer journey, no matter how many partners are involved. This enables the development of joint action plans that maximise partner performance. For example, marketing teams can use data garnered from partner organizations to further segment customers to create uniquely relevant marketing journeys. Sales reps at the dealership can see what vehicles a buyer has previously owned and speak to the servicer about issues the customer may have had. And, because all this information is stored in the central system, a customer's journey is easily accessible and already known before they even enter the dealership. This relationship-building between sales and service creates a more cohesive partner ecosystem with the ability to consistently market, sell, and provide enhanced customer service.

The auto industry is changing fast. This means your employees need flexible tools to work with. It is unrealistic to assume that manufacturers can undertake a large-scale, expensive IT project every time new innovation occurs. Automotive Cloud allows automakers to remain competitive and flexible with new innovation delivered three times per year.

At present, the customer experience is largely dependent on the actions of individual employees. Automation changes this. It takes the onus off employees and provides a more consistent customer experience. Built-in, step-by-step guides minimise manual effort and ensure all necessary information is captured early. These automated progressions also catch issues that might cause problems in the future. For example, if a customer is in the process of buying a car that is no longer available on the lot, the system would flag it so that the dealer could proactively address the issue. Or, if a manufacturer received maintenance or usage data about a specific car part or accessory, they could easily alert the service provider (or dealer) to contact the customer to bring the vehicle in for maintenance. This not only minimises risk, but also saves time, energy, and resources for both the customer and the employee.

Automotive Cloud's data processing capabilities enable valuable in-the-moment decision making which allows auto manufacturers to proactively deliver a great customer experience. Artificial intelligence (AI) gives you insight into each touchpoint across the individual customer journey, as well as larger-scale insight into things like broad regional patterns specific to certain vehicles. For example, gain insight into the purchase decisions and habits of an individual household or which B2B accounts require most assistance. Or, go broader and track metrics across specific vehicle models, dealerships, or regions in order to refine business processes or marketing efforts.

The AI combs through all the customer data and provides "next best actions" tailored to each customer. It can track online behaviors that indicate someone may be in the market for a new car, and offer personalised messages they are more likely to respond to. This type of interaction speeds up the sales cycle, creates opportunities for you to surface other vehicles or add-on services the customer may be interested in, and maximises the value of their purchase.

Automotive Cloud is unique in its ability to unite data, automate processes, and enable deep collaboration across the automotive ecosystem. It enables OEMs and their partners to work together to better serve customers in a way that's modern, flexible, and cost effective.

The end result? Happier customers, more productive employees, and increased revenues. Automotive Cloud makes it possible for companies to deliver the best customer experience, shorten time to value, and increase customer loyalty, at scale. Whether at the beginning of the relationship or a bonafide loyal customer, Automotive Cloud ensures that each customer journey is personal, relevant, and consistent – every step of the way.